On the face of it, $10/month seems like a great deal for unlimited movie theater tickets. That is, until you realize that there is a hidden cost to seeing every new Marvel or DC movie to hit the cinema – incessant advertisements in your email promoting every new action figure, poster, video game, kids toy, or special Spiderman themed food item at Walmart. In reality, you are subsidizing your movie habits with personal information that advertisers are buying at a premium, just to get their marketing in front of your eyes.